Washington-based supplier Trans-Ocean Products, Inc. has certified its Simply Surimi brand under the Non-GMO Project, the company announced on 12 December.

The Non-GMO Project functions as a third-party verification system within the United States, and is committed to “building and protecting non-GMO food supply,” explained Trans-Ocean Products. The nonprofit certifying body awarded Simply Surimi with its distinct “butterfly” stamp of approval after the brand, which was first introduced in 2016, was able to meet each criteria point of GMO avoidance laid out in the verification process. Starting in early 2018, Simply Surimi packaging with feature the Non-GMO Project’s “butterfly” brand mark, a well-known symbol within the natural foods market.

“Earning this verification is an important milestone for our Simply Surimi product line,” said Lou Shaheen, Trans-Ocean’s vice president of sales and marketing. “We want all consumers to know they can trust Simply Surimi and the ingredients used to make it. The Non-GMO Project adds a high level of credibility to our brand.”

Nine ingredients are used to make Simply Surimi products, including Alaska pollock, as well as water, pea starch, cane sugar, sea salt, oat fiber, natural flavor, potassium chloride, and lycopene. The brand adds its Non-GMO Project vetting to a long list of other certification accomplishments such as: gluten-free certification from the National Foundation for Celiac Awareness; heart healthy certification from the American Heart Association; and sustainably sourced certification from MSC (Marine Stewardship Council).

Trans-Ocean has embraced certifications such as that offered by the Non-GMO Project as a result of modern consumer demands, explained Shaheen.

“Today’s consumers are seeking integrity in the brands they purchase,” he said. “All of the claims we make on Simply Surimi packaging are supported by globally-recognized, third party auditors. The quality certifications and brand logos that adorn our packaging matter to consumers. That’s why we undertake the effort and make the investment to meet these higher standards.”

Simply Surimi, which has been trademarked, comes in both flake and stick styles, and has gained distribution at leading supermarkets and natural and specialty grocery stores across the United States, according to Trans-Ocean Products. A bulk pack size of Simply Surimi has been gaining traction among colleges and natural and healthy foodservice operations, the company added.

An aggressive marketing campaign has been put into motion for the brand, and includes a national print and digital advertising spot with Weight Watchers magazine, as well as a year-long rotation campaign with the Ibotta rebate app.